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TAG Hardware Website Re-design

TAG hardware sells and distributes glass hardware products online and in-store. With over 1000 products on their website, a user-friendly website design is vital to ensure customer satisfaction.

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Increased online revenue



TAG Hardware was using an e-commerce template which does not fulfill their customer needs. This leads to non-stop phone calls and overflowing email inboxes.

TAG Hardware manufactures and sells glass door hardware such as handles, hinges, doorknobs, and other glass hardware products to the contractors and suppliers in North America.


With over 1000 products with different finishes, they sell their product online and in-store in Canada and The United States.


The e-commerce website was not catered to its customers which lead to non-stop phone calls and enquiries about how to use the website, how to find a product and place the product online.


To create a user-friendly e-commerce website, increase website visits and online sales.


I was tasked with solving & improving the User Experience of the TAG Hardware website. The ultimate goal is to find out why users are not placing the order through the website and how we can improve the process.

To understand the issue and solve the problem I did the following.

  1. User interview 

  2. Quick fixes on the current website

  3. User Experience Research (Quantitative/qualitative data, observation, analysis)

  4. User persona creation

  5. Competitive & SWOT analysis 

  6. Information Architecture

  7. Low-fi & Hi-fi prototype

User Interview

I assisted with sales and shipping as the company was short on staff. This gave me the opportunity to interact with customers regularly and obtain feedback on the website.

As a result, I was able to discover why they did not choose to purchase products online, as well as their experiences with using the website. Below are a few of the answers I received from customers.

Quick Fixes

With the received feedback, I decided to fix the issues that can be done quickly, such as adding/editing product photos, descriptions, meta tags, search keywords, & grouping products.

User Experience Research

Collecting quantitative/qualitative data, observation & analysis

Google Analytics

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Google Analytics view of landing pages

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Google Analytics view of landing pages

Qualitative Data(Observation / Inspectlet)

I installed Inspectlet to the website to see how users interact with the website and understand their pain points. I viewed the recorded sessions and took notes on how users are navigating the website, where users are struggling and how they achieve their goal. Additional to session recordings, I was able to view heat maps on eye tracking, scroll & click data for every page the customer visits. This data allowed me to empathize with the user and understand their pain points.

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Competitive Analysis

The goal of this analysis was to see how other businesses have projected their website in the market and how TAG Hardware compares. This includes website design and features, customer service, and overall customer reviews.

SWOT Analysis

User persona

User flow




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This is a great space to write long text about your company and your services. You can use this space to go into a little more detail about your company. Talk about your team and what services you provide. Tell your visitors the story of how you came up with the idea for your business and what makes you different from your competitors. Make your company stand out and show your visitors who you are.

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